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Audience intelligence and data management platform provider Tru Optik and advertising specialist ZypMedia are partnering on an over-the-top (OTT) advertising marketplace in the US for the Sinclair Broadcast Group.

Local advertisers can use ZypMedia’s platform to create targeted campaigns across all connected TV screens using third-party demographic data and advertiser first-party data.

“With the amount of time spent watching ad-supported television shifting more and more towards OTT and [connected TV], it was inevitable for local advertisers to start focusing on expanding into this landscape,” said Andre Swanston, CEO and co-founder at Tru Optik. “Partnering with ZypMedia, which is one of the fastest growing platforms, and Sinclair, the largest owner of local TV stations in the US, empowers local advertisers with the ability to buy targeted, measureable, brand safe premium video inventory – a huge win on all sides.”